Short 5 slide powerpoint that presents the need for professional and client oriented business to consider the many new online sales and marketing options. Applicable to law firms, CPAs, consultancies, health practices, architects and other client oriented business where referrals are the main driver of new business.

1. iMCCmarketing
Online Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Opportunity
Page 1
What is the Online Business Opportunity
for
Professional & Client Services
Organizations?
“How/why should my company be using the latest online
sales & marketing tools/channels to benefit my client
based business?”
4 Exploratory Slides
Andy McCartney
Founder
iMCCmarketing, LLC
404.271.3635
andy@imccmarketing.com
www.imccmarketing.com

2. iMCCmarketing
Online Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Opportunity
Why Now? Market Shift & Business Significance?
1. Latest phase of the ‘Online Communications Revolution’ is underway. Many new
online business tools, channels, networks and practices are emerging. Companies
are trying to ascertain which (if any) to leverage & how to benefit from them.
2. Major market shift as online sales, marketing & PR channels are converging -
which opens up significant opportunities for impacting top-line increases (e.g. #
clients, conversion %, LTV) & bottom-line efficiencies (e.g. sales cost per
lead/client, ROI, overall marketing spend).
3. Implementing effective digital sales & marketing practices can transform your
ability to drive your brand/reputation, to acquire clients, to boost your referrals
model, and to leapfrog competition (via perception then reality).
4. It is now possible to automate many digital activities (e.g. lead capture/nurturing),
which enables more output from your current sales & marketing team/budget.
5. You MUST approach opportunity from ‘top down’, starting with strategy with an
understanding & alignment of business variables including:
– Company mission, competition, differentiation, sales process, budget, skills & market opportunity
– Prospects & customers. Online habits. How to augment referrals with low cost / high impact tactics.
– Tactics?? What are my options for digital tactics to modernize my sales & marketing functions?
... Let’s take a look at tactics Then & Now
#1

3. iMCCmarketing
Online Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Opportunity
PR & Client Acquisition Tactics - THEN (Pre Internet)
2. Referrals
(face2face, phone)
Prospects &
Target Markets
Owner/Sales
3. Traditional
Advertising
Service Provider
Customer Advocacy
Success Story Brochures
Client References
Brand
Awareness
Lead
Generation
Close
1. PR & Events
Prospecting Close
TV, Print, Radio, Billboards
Mailers, Yellow Pages
Chambers of Commerce
B2BB2C #2

4. iMCCmarketing
Online Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Opportunity
PR & Client Acquisition – NOW (tactics include …)
Prospects &
Target Markets
Owner/Sales
Close
Website
Promotional & Transactional.
Designed for Conversion.
Fully SEO optimized
Comprehensive Analytics
Word of Mouth &
Community Marketing
(B2B and B2C options)
Lead Services
Service Provider
Customer Advocacy via client and
provider content on multiple channels
e.g. Referrals, Blogs, Tweets, Articles, Reviews
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Advertising:
Trad. & Online,
Sponsorships
Thought
Leadership Plan
for On + Offline
Activities
Search
Marketing.
Paid / Organic
Email/Text/Social
Push Marketing.
Automated Lead
Tools & Practices
B2BB2C
Referrals
Live & Recorded
Events/Content
Blogs
Forums
Enable
clients to
spread
(advocate)
the word

5. iMCCmarketing
Online Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Opportunity
What Next ? Explore your Opportunity
• Discovery & exploration meeting with Andy McCartney & your company
– Andy is a 25 year marketing/analytics guru, now a ‘digital management consultant’.
– Meeting goal is to attain high level understanding of your market opportunity.
– May or may not lead to services below based on initial assessment.
• Service #1: Fully Assess Your Market Opportunity
– Review business strategy, differentiators, customers, sales process & competition
– Analyze status & ‘digital maturity’ of your market segment. Identify market portals, forums.
– Analyze & assess competitors’ strategies & online tactics. Rate social network activity.
– Analyze your client/prospect’s habits & tendencies to research/interact online
Cost = $2k Deliverable = PDF Report Time = 1 week Turnaround
• Service #2: Determine Your Optimal Digital Strategy & Tactical Mix
– Review all digital sales & marketing options based on market opportunity, select custom subset
– Review all variables that affect your company’s ability to execute, budget, skills etc
– Create initial draft of strategy & tactical mix, review with execs + sales/marketing
– Deliverable is a custom roadmap with recommended online tactical mix, plus step by step
instructions on how to implement. Includes best practices & metrics to measure/progress.
Cost = $3k Deliverable = PDF Report Time = 2 week Turnaround
Andy McCartney 404.271.3635 andy@imccmarketing.com www.imccmarketing.com
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